The Marketing Role

Marketing

RoleThink Feel Do

Process Strategy and Planning Consumer and

employee

Engagement

Implement Activity

Tools Data, Analytics and

Insight

Research

Long V Short Term

Assess risks

Budgeting

Social Physics

Customer Journey

Branding identity

Employee

engagement

Content

production

Social media

Web content

Campaigns

End Game Growth strategies that

create an active plan

Monitor results

Evaluate and refine

Brand preference

by employees and

customers

Competitive

advantage

Awareness

Lead Generation

Conversion

Loyalty

Referral

The Marketing Role

Insight Think Feel Do

Brand Brand Audit Brand Identity

Brand preferences

Bench marked

Style Guide

Visual Library

Brand touch points

Customer Segmentation Audit

Ideal Customer Profile

Customer Journey

Mapping

Mystery Shopping

Customer touch

points (CX design)

Customer

satisfaction and

Customer Focus

Groups

Customer

Advocate

Lifecycle mapping

New services and

products to meet

needs

Capture data

Benchmark

satisfaction

Staff Employee Insight

Feedback group

Advisory

Employee

satisfaction

Culture

Values

Employee

Empowerment

Reward and

recognise

Improve

employee

onboarding,

experience and

benchmark